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Marketing Trenches Blog

  • Mike Sweeney | September 8, 2016

    Want to Be a Modern Marketing Organization? Think Like an Agency

    Having worked in and led both a corporation and an agency, I consider myself equipped to advise recent college graduates with an interest in marketing on where they should start. Although some graduates aren’t blessed with dozens of opportunities and therefore may not have a choice, when they do, I almost always suggest that they […] read more

  • Using Marketing Automation to Reach the Right Audience
    Will Davis | August 19, 2016

    Using Marketing Automation to Reach the Right Audience

    Content marketers spend a lot of time conceptualizing and creating remarkable content as part of their content marketing strategies. But if that content never reaches the right audience, it’s not going to make a difference. Marketing automation is a powerful tool that helps you deliver the right content to the right audience very efficiently and […] read more

  • Repurpose Your Content: Make What’s Old New Again
    Right Source | July 28, 2016

    Repurpose Your Content: Make What’s Old New Again

    “I don’t understand,” the client said. “All the articles have already been written, approved, and published. All you have to do is send them to a graphic designer, right?” The client was referring to an eBook we’re creating that will be comprised of existing blog posts that all cover different aspects of a single, big […] read more

  • Anatomy of a Website Content Audit
    Right Source | June 30, 2016

    Anatomy of a Website Content Audit

    For the last several months I have been immersed in a client’s website content. Not just reading it mind you, but taking a deep dive to evaluate what is there today, what should be there in the future, and the overall quality of the copy and content. With more than 600 content-rich pages, this is […] read more

  • Follow This Map to Success: Document Your Content Marketing Strategy
    Right Source | June 27, 2016

    Follow This Map to Success: Document Your Content Marketing Strategy

    Earlier this month, we hosted a morning workshop for our friends at Loyola University Maryland’s Office of Marketing and Communications. After everyone poured coffee and grabbed bagels, we settled down to talk about content marketing strategies and the challenge of engaging in relevant ways with three distinct audience segments: undergraduate, graduate, and alumni. Loyola operates […] read more

  • Finding Images for Your Content
    Right Source | June 9, 2016

    Finding Images for Your Content: How to Do It Right

    Years ago, in a former life, I was part of a magazine redesign process. One matter we needed to settle was what to do about our covers: Should we continue to publish photographs of our cover subjects, or, New Yorker-like, opt for illustrations, instead? We opted for the second option. One reason: As an industry […] read more